Consumers are being driven to retailers with price. This is defiantly the case in the food industry…or is it? In Australia the “Masterchef” TV programme is now in series three and again getting the nation hooked on cooking. It is relying on product placement to promote specific brands and Coles, the supermarket chain are a key sponsor and are trying to convince consumers that there is the place to shop. They are also brought on board Curtis Stone, a celebrity chef and are promoting local farmers and “feed your family” recipes. I recently picked up their flyer in the supermarket. Not one product promoted on price, but a whole guide to how to store, prepare and cook fresh food. There is a battle going on between farmers markets and supermarkets .The supermarkets are using all the marketing power they can to gain market share. They are not just fighting a price war at present.